The Salvation Army Oasis - Athena Creative Web

Video Production – The Salvation Army Oasis

Content Strategy, Copywriting, Not for Profit, Public Health/Education, Video Editing & Production

Advertising Videos

Background

I produced two advertising videos for Youtube which were designed to compel action from target audiences. One video targeting the gambler and the other targeted the family and whānau of the gambler.

I created both videos on shoe-string budget, in order to save more money for the ad spend itself. I used the voice acting skills of internal resources within the Salvation Army, rather than paying for an external provider. I also produced these videos using a combination of royalty free stock videos along with previously created video content in order to reduce costs down to zero.

Results

The two videos were viewed over 100,000 times in New Zealand during the campaigns and had a relatively high average click through rate of almost 8%. This indicated that the ad targeting was spot on for the video and also that the goal of brand awareness and engagement was achieved for Oasis.

Educational video series

Background

During the COVID-19 pandemic in New Zealand there was a huge increase in online gambling. This was brought on in New Zealand by the closure of casinos, gaming and betting venues during this unprecedented time.

Oasis helps to reduce the harm of gambling in Aotearoa New Zealand. They are a part of The Salvation Army. During COVID-19, I helped their team of public health workers, counsellors and case workers to pivot to a completely new way of working that was not face-to-face but rather online and through new modes of communication and support.

Solutions

The team pulled together admirably and effectively when faced with the challenges of both covid and the increased risks people face from online gambling.

I suggested that we could create a range of content that educates the community on various ways they can help themselves and reduce their risk online.

We produced a series of videos and a downloadable PDF that reviewed online gambling blocking software. This software can block out gambling websites and apps from one’s devices (with varying degrees of effectiveness).

I also spearheaded the creation of a PDF which clearly outlines the pros and cons for each Gambling Blocker.

Results

The series of six educational videos that I produced were deemed to be so important and vital to community health that they were featured on the Ministry of Health website.

The webpage that featured both the PDF and the videos on the Oasis website ranked very well, with over 3,000 organic views in the first two months of posting.

The videos in this series have been viewed organically over 1,000 times (with no advertising spend). It is clear from this success (at least early on in users’ journeys) that New Zealanders prefer to access self-help to manage their own gambling in many cases, rather than reaching out for counselling, at least in the initial stages.

It is hoped that by providing these resources, that Oasis is the first provider that one thinks of in New Zealand for support to reduce gambling harm.

Online Gambling Blocker PDF

Online Gambling Blocker PDF

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